People Like You
Contemporary Figures of Personalisation

People Like You

Personalisation is changing many parts of contemporary life, from the way we shop and communicate to the kinds of public services we access. We are told that purchases, experiences, treatments, and interactions can all be customised to an optimum.

As a group of scientists, sociologists, anthropologists and artists, we are exploring how personalisation actually works. What are optimum outcomes? Do personalising practices have unintended consequences?

We argue that personalisation is not restricted to a single area of life and that personalised practices develop, interact and move between different sites and times. The project is split into four areas: personalised medicine and care; data science; digital cultures; interactive arts practices.

People Like You: Contemporary Figures of Personalisation is funded by a Collaborative Award in the Medical Humanities and Social Sciences from The Wellcome Trust, 2018–2022.


Tails you win

William Viney

13 May 2019

William Viney

13 May 2019

Tails you win

I came home from a trip to Italy one day having heard that my dear dog Wallace was gravely ill. He had an iron temperament – haughty and devious, a great dog but not much of a pet. He was my constant companion from the age of 10. By the time I was home that summer in 2003 he was already in the ground. The log we used to chain him to – the only way we could stop him running off – was already on the fire. He lived fast and died young. The cause of his death was uncertain, but it was likely connected to Wallace’s phenomenal appetite. Our farm dogs had carnivorous diets: canned meats and leftovers and dry food, all mixed together. But this was never enough for Wallace, who was a very hungry beagle, and who died after eating something truly gruesome on the farm. Pity Wallace, who died for the thing he loved.

While browsing on Twitter a few weeks ago a promoted ad appeared that suggests I should buy their personalised dog food. I felt a familiar pang of sadness. True to the idea that any product can have the word ‘personalised’ attached to it, have sought to personalise pet food – the stuff that is proverbially uniform, undifferentiated, derivative – with ingredients selected especially for your dog’s individual needs. Beyond the familiar platitudes I wondered what is being ‘personalised’ when dog food is personalised: what and why is this product being sold to me?


I don’t have a dog or anything else in the house that might eat dog food. I have the memory of a dog now dead for 15 years. Such is the informational asymmetry on social media platforms that I can guess, but I don’t really know, how decided to spend money marketing their product on my Twitter feed. How had I been selected? Because I associated myself with the weird abundance of ‘doggo’ accounts? Surely something more sophisticated is needed than interacting with some canine-related content? But for a relatively new company like, which now has Nestlé Purina Petcare as its majority shareholder, advertising to new customers is also a way of announcing themselves to investors and rivals, since their ads celebrate their innovation within a market – ‘the tailor-made dog food disrupting the industry’ – as well as promising products ‘as unique as your dog’. Whatever made me the ostensive target for this company’s product, the algorithmic trap was sprung from social media in order to ‘disrupt’ how you care for the animals in your home. provide personalised rather than customised products. The personalised object or experience is iterative and dynamic, it can be infinitely refined: personalisation seeks and develops a relationship with a person or group of persons; it may even develop the conditions for that group to join together and exist. Personalisation is primarily a process rather than a one-off event. A customised thing, by contrast, is singular and time-bound; it may have peers but it has no equal or sequel. So, many surgical interventions are individualised according to the person, but the patient usually hopes it’s a single treatment. Personalised medicine, on the other hand, is serial and data-driven; a testing infrastructure that recalibrates through each intervention, shaping relationships between different actors within a system. sells dog food to dog owners. It does this by capturing and managing a relationship between dogs and owners, mediated by the processing of group and individual-level data. Such a system can be lifelong, informing not one but multiple interactions.


When debates continue to turn on the ethical uses of machine learning, its misrepresentations and its inherent biases, I am struck by how even critical voices seek adjustments and inclusions according to consumer rights: an approach that is happily adapted to capitalist prosumerism. ‘Personalise #metoo!’ To simply disregard’s ads on Twitter as an intrusive failure of targeted marketing and personalisation may overlook a wider project that is harder to evaluate from an individual, rights-based, or anthropocentric perspective. The promise of disruption through personalised dog food tells us something about personalisation that stretches beyond transactions between company and client.


By personalising pet care, seeks to enhance interactions between different ‘persons’, extending values of consumer preference and taste, satisfaction and brand loyalty with a blanket of anthropocentric ‘personhood’ to cover both the machines that market and deliver this product and the animal lives that we are told should benefit. No one asks the dog what it wants or needs. The whole system, from company to client and canine, is being personalised, but from a wholly human point of view. And yet, despite messages to the contrary, dogs probably don’t care that their food is ‘personalised’ in the way that desire.


It’s not hard to imagine the kind of dog food customised to canine desires, the kind of foods that kill dogs like Wallace. I doubt, somehow, that would like to facilitate this deathwish, since it would be a customised last supper rather than a personalised relation, sold over and over again.


Competition Winners announced

We are pleased to announce the winning entries in the competition on the theme of People Like You.

The three judges were Celia Lury, Martin Tironi and Nina Wakeford. They were impressed by the range of ways in which the entries responded to the provocation posed by the competition.

The ‘People Like You’ project team want to thank everyone who submitted an entry. They have helped us think about what personalisation means and will inform later stages of our research. We will be writing a blog to describe the process of designing and running the competition.

You can see the winning entries on our competition website

Many congratulations to all of our winners:

Carolyn Meyer – First Prize

Sophie Wood – Second Prize

Clement O’Donovan – Third Prize

Mariam Menteshashvili – People’s Choice Prize


Day S., Lury, C.

Quantified: Biosensing Technologies in Everyday Life, 2016

This chapter argues that tracking involves an increasingly significant and diverse set of techniques in relation to the ongoing transformation of relations between observer and observed, and between observers. These developments include not only the proliferation of individual sensing devices associated with a growing variety of platforms, but also the emergence of new data infrastructures that pool, scale, and link data in ways that promote their repurposing. By means of examples ranging from genes and currencies to social media and the disappearance of an airplane, it is suggested that practices of tracking are creating new public-private distinctions in the dynamic problem space resulting from the analytics that pattern these data. These new distinctions are linked to changing forms of personhood and changing relations between market and state, economy and society.

Day, Sophie E. and Lury, Celia. 2016. Biosensing: Tracking Persons. In: Dawn Nafus, ed. Quantified: Biosensing Technologies in Everyday Life. Cambridge MA: MIT Press, pp. 43-66. ISBN 978-0-262-52875-7 [Book Section]